UGG's Environment

The enviornment plays as a huge factor to any company. For UGG, their microenvironment deals with how they market their products, their suppliers, competitors, and the company themselves. I don't see UGG advertisements that often, at least not in any magazines I read, but I think UGG gets a lot of their marketing from their customers. Almost anywhere you go you'll see people wearing some form of UGG footwear. Stores that sell UGG footwear can be found in almost any mall, for example Journey's sells UGG footwear. UGG doesn't really have that many competitors, except for EMU, but I never see that many people wearing EMU footwear. The company also keeps thinking of different colors for their footwear, and are making more products. UGG's macroenvironment deals mostly with demographics, economics, and cultural. Demographics may play a big part in their marketing, or may not. Some places in the world aren't as populated, so they may not have stores there that are authorized to sell UGGs, or maybe it's a place where nobody wears UGGs regularly, for example, people in Florida may not wear UGGs because of the weather. The economic environment plays a huge role for UGGs, since they are a higher end company of footwear. Since the economy right now isn't in such great shape, less people will probably be buying UGGs, for their prices, unless it's a holiday season or a birthday. Another macro environment problem may be cultural. Some cultures may only be able to wear certain shoes, so they wouldn't try selling their products in that area. I think UGG has some advantages and disadvantages in terms of the environment. Their micro environment is generally in good terms, while their macro environment may cause some problems for the company.

UGG's Positioning

For UGG, they need to have a good positioning since they are a higher end shoe company. UGG Australia shoes can be found online, and in certain stores, which some stores are the ones that many teenagers go into. UGG has competition, like Emu, but UGG Australia has held a reputation of being comfortable and luxurious. Anytime you go to a store, you at least see five or more people wearing UGGs, which is like an advertisment for them. They have held their reputation for the past few years, as they have been growing. More and more people are seeing that their products are worth the price and are buying them more than they did in the past. I think as UGG continues to make new boots and shoes, and new colors, then they will continue to be one of the leading luxurious shoe companies.

Core Competency

For UGGs, I think that their biggest core competency is their products, and the place. UGG products are fashionable, and very comfortable. They make all products from footwear, to outerwear, to some home decor. Their products can also be purchased for women, men or children. All of their footwear are very comfortable, made of sheepskin. Their second core competency is their place. They distribute their products to certain stores around the world, they also sell their products online, and they have a few UGG stores around the world as well. You can find UGG products at almost any mall, or many places online.

Mission Statement

UGG Australia's Mission Statement is as follows:


"UGG® Australia delivers on its promise of luxury and comfort. UGG® Australia is about accessible luxury. Our products fit into the consumer's every day life offering them products that are fashionable, comfortable, and attainable. The UGG® Australia product platform is directed toward consumers who value luxury, comfort and the highest quality footwear available. Only the finest materials are used in the construction of our products - the highest quality leathers and suedes, and of course, the world's finest sheepskin. UGG® Australia is the world's largest purveyor of grade-A sheepskin. We take great care to ensure that every shoe is going to feel great from the moment our consumer tries it on."


The mission statement greatly reflects how UGG Australia's products are, comfortable and luxurious. It tells you what the UGG products are made from, and that they want anyone who wears them to always feel comfortable while wearing their products. Their mission statement explains just how they want people who are buying their products to feel while wearing the products. I also think that it shows people that they are a more high-end dealer of products, as many people do know they are quite pricey, but I believe their products are worth it.